Quintessentially British, yet relevant worldwide across genders and generations, Burberry continues to drive its momentum as a leading global luxury brand. Under the leadership of its CEO, Angela Ahrendts, Burberry’s digital positioning ensures consistency of experience across channels and enriches the depth and accessibility of that experience — thrilling consumers every time. Late last year, launching simultaneously across digital and traditional platforms, Burberry Body was the brand’s most successful fragrance launch to date. The runway show experience on Burberry.com evolved again this year, with motion-reactive 360-degree technology enhancing online viewing of the collection. Burberry’s “Runway to Reality” initiative also allows consumers the opportunity to purchase directly from a video of a Burberry runway show.
A leader when it comes to reaching consumers in innovative, high-tech ways, Burberry was one of the first brands to embrace social networking through its website and Facebook page. The brand also aggressively advertised on digital platforms, well ahead of other notable luxury brands. Cementing a top spot on social media in the luxury sector, the brand doubled its numbers for both Facebook fans and YouTube views, and tripled its number of followers on Twitter this year. Art of the Trench, a website that is “a living celebration of the Burberry trench coat and the people who wear it,” also saw a 60% lift in pageviews, with over 19 million users from 200 countries. However, despite these impressive numbers, Burberry’s growth rates, once supported by a buoyant Chinese market, are now starting to slow. To continue its growth trajectory, this classy British label will have to deftly navigate the changing landscape in developing markets to remain a global luxury powerhouse.